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市场营销 | marketing | 마케팅

Dull little boxes and an old-time smear campaign

Reading Time: 2 minutes

The Apple and Intel partnership is likely to be an uneasy one. Apple did not take the 30 pieces of silver from Intel for co-marketing, putting an Intel sticker on their computer cases would have been like screaming I’m a commodity in fancy clothing. What caused more controversy was the Apple TV spots for its new Intel powered computers. The Intel chip, for years its been trapped inside PCs. Inside dull little boxes, dutifully performing dull little tasks, when it could have been doing so much more… Starting today the Intel chip will be set free and get to live life inside a Mac imagine the possibilities.

An Intel spokesperson responded that Intel’s customers aren’t boring. The ads were great hucksterism like an old story attributed to Lyndon B Johnson.

The story goes something like this: LBJ was contesting a seat in Texas against a rival who was big in agriculture. He turns around to one of his aides and orders him to spread a rumour that his political rival had engaged in sexual congress with a pig. The aide pointed out that this wasn’t true to which LBJ responded “I know it ain’t true, but I want to hear him deny it…”

The ads are yet another wily move by Jobs & Co; its no surprise that the FT is recognising the master tactician himself in a book that will be given away free with the Financial Times newspaper on January 16th.

 

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媒体与艺术 | culture | 미디어와 예술 市场营销 | marketing | 마케팅 铭记 | branding | 브랜드 마케팅

Steven Segal in good movie shocker

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OK, I lied its actually a 30-second spot for hyper-hyper drink Mountain Dew, but really well done.Segal had the good sense to poke fun at himself in the clip, and the cojones to be seen in a US advert rather than all those scaredy-cats featured over on Japander.com.

The comedic action sequences are really well co-ordinated and Segal’s pony tail hairdo deserves an acting credit all of its own.

The folks at PepsiCo also managed to get in character roles for their snack brand portfolio. Let’s face it when young men drink brightly coloured caffiene-fuelled beverages, they are likely to have the munchies.

Check out the clip online

here courtesy of the nice people at Kontraband.

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媒体与艺术 | culture | 미디어와 예술 市场营销 | marketing | 마케팅

Retail Therapy (the directors cut)

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Tis the season to hammer your MasterCard, I thought that this American TV spot directed by Spike Jonze for Gap was particularly appropriate. Its the most fun I’ve seen people having in a shopping centre (mall for all you Americans out there) since Jackie Chan’s Police Story (and it could be argued that this advert owes an artistic debt to Chan’s Police Story and George Miller’s Mad Max 2). Go here to see the directors cut and here to see Gap’s version. Personally I think Spike’s version is much better. Its good to see Gap trying to get its mojo back, now if they would up the quality to match their ‘premium’ prices in the UK we might be cooking on gas.

Kudos to Stylebiter

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市场营销 | marketing | 마케팅

It’s late and I am tired…

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It’s late and I am tired so I am going to keep this brief. The folks over at Silicon.com demonstrated this piece which is a way of telling PR to stop sending them more of the same ‘non-stories’ over and over again. Not too sure it will do any good though.

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传播媒体 | media | 미디어 商业 | business | 상업 市场营销 | marketing | 마케팅 经济 | economics | 경제학 金融 | finance | 은행업

So Far, So Good….

Reading Time: 3 minutes

I hadn’t checked in on Richard Edelman’s Speak Up blog for an indecently long time. His blog entry I am even more certain that now is our time made some interesting reading, I suspect for different reasons to what Richard would have expected.

Key Take Out Points

  • Deflation in the media industry – the same amount of advertising inventory is being sold, but for less money (two per cent less, I don’t know if this is an absolute number or if it factors in inflation as well)
  • Media companies are experimenting to find ways of increasing the monetisation of content by providing niche content: podcasts, a la carte articles without advertisements. These efforts seem to be focused on the consumer, whereas the run of thumb was that some 70 per cent of the medias revenue came for advertisers
  • Move from push to pull for marketing information: consumers under 30 do not want to be advertised to (who does?), but want to seek out information for themselves.
  • WOM – word-of-mouth marketing is the new nirvana for marketers (has the delicious promise of eyeballs for nothing – music to the ears of a cash-strapped PowerPoint monkey). PR is considered by P&G as the key tool in the armoury for this; Wachovia Bank puts PR second behind internet advertising
  • Consumer is a mis-leading label, let the people make their own content a la Flickr, Digg etc rather than being feed from the media trough
  • Journalistic values giving way to Gonzo approach – There is no single or simple truth–the dialectical tension should be understood. Authority of media brands is no longer a given–convenience and what’s cool may be more important to news brands. Authenticity is at a premium. Note the benefit to CNN and Anderson Cooper from Hurricane Katrina coverage, which was an honest voice reporting, with all of its raw emotion and advocacy. Another first for the counter-culture and the adult entertainment industry which has for years provided content with a participant PoV from Tom Wolfe and Hunter S Thompson to Seymour Butts
  • Traditional media companies cannot survive on the advertising from their new media versions–they must get a piece of the eventual transaction. Pay-per-click or some equivalent mechanism?
  • Europe is 6-18 months behind the US in move toward new environment, with France and the UK ahead of Germany, Italy and Spain.
Richard recognised a number of things that his business needed to do:
  • Answer the question of how PR is relevant to this new environment, PR historically has had a symbiotic relationship with traditional media as a shaper of content and story provider
  • Move the tone from selling to factual: to be honest this is the way I have been doing PR for years
  • Try and tap into prosumers and use client employees as evangelists a la Microsoft and Sun’s blog charm offensive
  • Social networks are important – he admits he doesn’t have the answer on dealing with them.
Some things I felt Richard missed out:
  • How will PR be affected by the downturn in the media?
  • How will the blogosphere handle the downturn of the media? A lot of the content that it links to comes from traditional media companies that happen to use blogs to publish their content.
  • Broadcast media still has an advantage for high interest content: news headlines or big sports events. Much of the UK web took a hammering during the July 7 bombings, but broadcast television and radio kept on trucking.
  • How will PR answer the essential question, why should I invest in PR when I can invest in a more transparent media like Adsense?
  • Is offshoring the best way of bringing PR to bear on the myriad of social networks?
  • How long is it before consumers become blog-savvy and reject this content looking for more authenticity? How invasive is PR prepared to become?
Why the title of this posting?An old joke that seemed strangely appropriate: A banker who lost everything in the Wall Street Crash jumps out of his office window, on his way down he kept saying “So far, so good; so far, so good; so far, so g.”